BMK307 Personal Selling And Salesmanship Assignment Sample Malaysia

BMK307 Personal Selling And Salesmanship in Malaysia is a dynamic course focusing on effective sales strategies. This program explores personal selling techniques, relationship-building, and communication skills essential for successful salesmanship. Students gain practical insights into the Malaysian market, emphasizing cultural nuances and consumer behavior. The curriculum integrates theoretical concepts with real-world applications, preparing individuals for diverse sales environments. 

Through case studies and interactive sessions, participants develop persuasive abilities and learn to adapt selling approaches to meet specific market demands. BMK307 equips students with the competencies required for a rewarding career in sales within the unique context of the Malaysian business landscape.

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Assignment Task 1: Analyze the Impact of Communication Styles on Sales Performance

Effective communication plays a pivotal role in the success of sales professionals. The way individuals communicate can significantly influence their ability to build rapport, understand customer needs, and ultimately close deals. This analysis aims to explore the impact of different communication styles on sales performance.

Communication Styles:

Assertive Communication:

  • Positive Impact: Assertive communicators are often viewed as confident and persuasive. They can clearly express their thoughts and needs while respecting the opinions of others.
  • Sales Performance: In sales, assertive communication can be advantageous for confidently presenting product benefits, handling objections, and closing deals.

Aggressive Communication:

  • Positive Impact: Aggressive communicators may display high energy and determination.
  • Negative Impact: However, aggressive communication can alienate potential clients, leading to a negative perception and hindering long-term relationships.
  • Sales Performance: While aggressive communication may drive urgency, it can backfire by creating resistance and distrust among clients.

Passive Communication:

  • Positive Impact: Passive communicators tend to be good listeners and avoid conflict.
  • Negative Impact: However, they may struggle to express their needs and opinions, potentially leading to missed opportunities.
  • Sales Performance: Passive communicators may find it challenging to assertively present product features and benefits, which could hinder their ability to close deals.

Assertive-Responsive Communication:

  • Positive Impact: Combining assertiveness with responsiveness fosters effective two-way communication.
  • Sales Performance: Sales professionals employing this style can build strong relationships, actively listen to customer needs, and adapt their approach accordingly, leading to enhanced sales performance.

Impact on Sales Performance:

Customer Relationship Building:

  • Effective communication styles contribute to building strong relationships with clients.
  • Understanding customer preferences and needs through communication enhances trust and loyalty, positively impacting long-term sales performance.

Handling Objections:

  • Assertive communication styles equip sales professionals to address objections confidently and persuasively.
  • Aggressive or passive styles may struggle to handle objections effectively, impacting the ability to close deals.


  • Salespersons with an assertive-responsive communication style can adapt to various customer personalities and preferences.
  • Flexibility in communication contributes to a higher success rate in addressing diverse customer needs.

In the competitive world of sales, effective communication styles play a crucial role in determining success. A balanced, assertive-responsive approach tends to yield the best results by fostering positive relationships, addressing objections, and adapting to diverse customer needs. Sales professionals should continually refine their communication skills to optimize their performance and achieve long-term success in the dynamic sales landscape.

Assignment Task 2: Discuss the Role of Trust in Building Long-Term Customer Relationships

Trust is the cornerstone of any successful and enduring customer relationship. In the business world, building and maintaining trust is essential for long-term success. This discussion explores the pivotal role that trust plays in fostering lasting connections with customers.

Establishing Credibility:

  • Transparent Communication: Open and honest communication is crucial in establishing credibility. Clearly conveying information about products, services, and policies helps build trust from the outset.
  • Consistency: Consistency in delivering on promises and commitments reinforces credibility over time, laying the foundation for trust.

Reliability and Consistency:

  • Meeting Expectations: Consistently meeting or exceeding customer expectations builds confidence and reliability.
  • Consistent Quality: Providing products or services of consistent quality reinforces trust, as customers come to rely on the brand for their needs.

Customer-Centric Approach:

  • Understanding Needs: Demonstrating a deep understanding of customer needs and preferences fosters trust. This requires active listening and responsiveness to customer feedback.
  • Problem Resolution: Effectively addressing customer concerns and resolving issues promptly contributes to the perception of a customer-centric approach, strengthening trust.

Ethical Business Practices:

  • Integrity: Upholding ethical standards and integrity in business practices is fundamental to building trust. Customers are more likely to establish long-term relationships with companies that operate with integrity.
  • Transparency: Transparent business practices, including clear pricing, fair policies, and open communication, contribute to a trustworthy business image.

Personalized Interactions:

  • Individualized Service: Tailoring interactions to individual customer preferences and needs demonstrates a commitment to personalization.
  • Building Connections: Investing time and effort to build personal connections with customers fosters a sense of loyalty and trust, making them more likely to choose the brand over competitors.

Consistent Customer Experience:

  • Across Touchpoints: Ensuring a consistent and positive customer experience across various touchpoints, including online, in-store, and customer service interactions, reinforces trust.
  • Adaptability: Adapting to changing customer expectations and preferences maintains relevance and strengthens the bond of trust over the long term.

Long-Term Value Creation:

  • Beyond Transactions: Shifting the focus from short-term transactions to long-term value creation emphasizes the commitment to the customer’s overall well-being.
  • Loyalty Programs: Implementing loyalty programs and incentives demonstrates an ongoing commitment to customers, encouraging repeat business and reinforcing trust.

In the competitive business landscape, trust is the bedrock upon which long-term customer relationships are built. Companies that prioritize transparent communication, reliability, customer-centricity, ethical practices, personalized interactions, and consistent experiences are more likely to establish and maintain trust. By understanding the multifaceted nature of trust and actively working to nurture it, businesses can create a loyal customer base that stands the test of time.

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Assignment Task 3: Discuss specific tools and platforms that enhance the sales process and their implications for salesmanship.

In the modern business landscape, technology plays a pivotal role in shaping and optimizing the sales process. Various tools and platforms have emerged to streamline tasks, enhance communication, and ultimately boost sales efficiency. This discussion explores specific tools and platforms that have a significant impact on the sales process and the implications they hold for effective salesmanship.

Customer Relationship Management (CRM) Systems:

  • Tools: Salesforce, HubSpot, Zoho CRM.
  • Implications: CRM systems enable sales professionals to organize and manage customer information, track interactions, and forecast sales trends. This enhances salesmanship by providing a centralized platform for personalized communication, targeted marketing, and data-driven decision-making.

Sales Automation Software:

  • Tools: Outreach, SalesLoft, Pardot.
  • Implications: Automation tools streamline repetitive tasks such as email outreach, follow-ups, and lead nurturing. Salespeople can focus on building relationships and strategic decision-making, while automated processes ensure timely and consistent communication with leads, thereby improving sales efficiency.

Video Conferencing and Virtual Meeting Platforms:

  • Tools: Zoom, Microsoft Teams, Cisco Webex.
  • Implications: Virtual meeting platforms facilitate remote interactions, allowing sales professionals to connect with clients regardless of geographical constraints. Salesmanship is elevated through face-to-face virtual meetings, enabling effective presentations, demonstrations, and relationship-building, fostering a more personalized approach to sales.

Artificial Intelligence (AI) for Sales:

  • Tools: Conversica, Gong,
  • Implications: AI-driven tools analyze sales calls, emails, and customer interactions to provide valuable insights. Sales professionals can leverage AI for predictive analytics, lead scoring, and personalized recommendations, enhancing their ability to tailor pitches, understand customer behavior, and predict sales trends.

Social Selling Platforms:

  • Tools: LinkedIn Sales Navigator, Hootsuite, Buffer.
  • Implications: Social selling tools empower sales teams to engage with prospects on social media platforms. By monitoring and participating in relevant conversations, salespeople can build trust, identify opportunities, and establish thought leadership, thereby enhancing their salesmanship in the digital age.

E-Signature Solutions:

  • Tools: DocuSign, Adobe Sign, HelloSign.
  • Implications: E-signature tools streamline the contract and agreement process. Sales professionals can close deals faster by sending, tracking, and managing documents digitally. This enhances salesmanship by reducing friction in the final stages of the sales cycle.

Sales Analytics Platforms:

  • Tools: Tableau, InsightSquared, Sisense.
  • Implications: Analytics platforms provide actionable insights into sales performance, allowing sales professionals to make data-driven decisions. Understanding key metrics, conversion rates, and customer behaviors enhances salesmanship by enabling strategic adjustments and continuous improvement.

Mobile Sales Apps:

  • Tools: Salesforce Mobile, Pipedrive, Freshsales.
  • Implications: Mobile sales apps empower salespeople to access critical information, communicate with leads, and manage tasks on the go. This flexibility enhances salesmanship by ensuring that sales professionals can stay responsive and productive, even outside the office.

The integration of technology tools and platforms into the sales process has transformed the way sales professionals operate. By leveraging CRM systems, automation tools, AI, social selling platforms, e-signature solutions, analytics platforms, and mobile apps, salespeople can enhance their efficiency, personalize interactions, and make informed decisions. Successful salesmanship in the digital era requires a strategic embrace of these tools to adapt, connect, and deliver value to clients in a rapidly evolving business landscape.

Assignment Task 4: Analyze potential consequences of unethical behavior and propose strategies to maintain ethical standards in sales.

Ethical behavior is fundamental to the integrity and reputation of sales professionals and organizations. Unethical practices can lead to severe consequences, damaging relationships with customers and tarnishing the brand’s image. This analysis explores potential consequences of unethical behavior in sales and proposes strategies to maintain and enhance ethical standards within the sales profession.

Consequences of Unethical Behavior:

Loss of Trust:

  • Impact: Unethical behavior erodes the trust customers place in sales professionals and the company.
  • Consequence: Loss of trust can result in customer dissatisfaction, reduced loyalty, and a damaged reputation, making it challenging to regain customer confidence.

Reputation Damage:

  • Impact: News of unethical practices spreads quickly, leading to negative publicity.
  • Consequence: A damaged reputation can affect the company’s overall brand perception, resulting in decreased market share and potential legal consequences.

Legal Repercussions:

  • Impact: Unethical behavior may violate laws and regulations, leading to legal actions.
  • Consequence: Legal consequences such as fines, lawsuits, and regulatory penalties can have severe financial implications and damage the organization’s standing in the industry.

Employee Morale and Turnover:

  • Impact: Unethical practices within the sales team can demoralize employees.
  • Consequence: Low morale may lead to increased turnover, reducing team cohesion and impacting overall sales performance.

Customer Complaints and Refunds:

  • Impact: Unethical sales tactics may result in an increase in customer complaints and requests for refunds.
  • Consequence: Handling a high volume of complaints can strain customer service resources, damage relationships, and result in financial losses.

Strategies to Maintain Ethical Standards in Sales:

Comprehensive Ethics Training:

  • Implementation: Provide regular and comprehensive ethics training for sales professionals.
  • Rationale: Ensuring that employees understand ethical standards and the consequences of unethical behavior promotes a culture of integrity within the sales team.

Establish a Code of Ethics:

  • Implementation: Develop and communicate a clear code of ethics for the sales department.
  • Rationale: A code of ethics sets clear expectations for behavior, helping guide decision-making and reinforcing the importance of ethical conduct.

Leadership by Example:

  • Implementation: Leadership should exemplify and prioritize ethical behavior.
  • Rationale: When leaders demonstrate integrity, it sets a standard for the entire team and reinforces the importance of ethical conduct in all business interactions.

Whistleblower Protection:

  • Implementation: Establish a confidential reporting system to protect whistleblowers.
  • Rationale: Encouraging employees to report unethical behavior without fear of retaliation promotes a culture of accountability and helps address issues promptly.

Regular Audits and Monitoring:

  • Implementation: Conduct regular audits and monitoring of sales practices.
  • Rationale: Proactive monitoring helps identify and address potential ethical lapses before they escalate, ensuring compliance with ethical standards.

Incentivize Ethical Behavior:

  • Implementation: Tie incentives, rewards, and recognition to ethical conduct.
  • Rationale: Linking rewards to ethical behavior reinforces the importance of integrity and encourages sales professionals to prioritize ethical practices in their interactions.

Customer Education:

  • Implementation: Educate customers about ethical sales practices and their rights.
  • Rationale: Informed customers are better equipped to identify and report unethical behavior, acting as an additional safeguard against deceptive practices.

Maintaining ethical standards in sales is crucial for building trust, preserving reputation, and ensuring long-term success. The consequences of unethical behavior can be severe, affecting customer relationships, legal standing, and employee morale. By implementing comprehensive ethics training, establishing a clear code of ethics, leading by example, protecting whistleblowers, conducting regular audits, incentivizing ethical behavior, and educating customers, organizations can foster a culture of integrity that safeguards against the potential pitfalls of unethical conduct in the sales profession.

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Assignment Task 5: Discuss the Role of Emotional Intelligence in Sales Success

Emotional intelligence (EI) has become a critical factor in the success of sales professionals. Beyond product knowledge and technical skills, the ability to understand and manage emotions, both one’s own and those of others, is essential in building rapport, fostering relationships, and ultimately driving sales. This discussion explores the multifaceted role of emotional intelligence in sales success.

Empathy and Relationship Building:

  • Empathy: Emotional intelligence enables sales professionals to empathize with the emotions and perspectives of their clients.
  • Relationship Building: By understanding the needs, concerns, and motivations of clients, salespeople can build stronger, more meaningful relationships, creating a foundation for trust and collaboration.

Effective Communication:

  • Self-Awareness: Emotional intelligence enhances self-awareness, enabling salespeople to understand their communication style and its impact on others.
  • Adaptability: Sales professionals with high emotional intelligence can adapt their communication to suit the emotional needs and preferences of different clients, leading to clearer and more effective interactions.

Handling Rejection and Overcoming Objections:

  • Resilience: Emotional intelligence fosters resilience, allowing salespeople to bounce back from rejection and setbacks.
  • Problem-Solving: Sales professionals with high emotional intelligence can analyze objections objectively, respond thoughtfully, and turn challenges into opportunities, contributing to overall sales success.

Building Rapport and Trust:

  • Social Skills: Emotional intelligence includes strong social skills, aiding in the creation of genuine connections with clients.
  • Trustworthiness: By displaying authenticity, reliability, and integrity, salespeople with high emotional intelligence build trust, a crucial element in securing long-term client relationships and repeat business.

Adaptability to Customer Preferences:

  • Flexibility: Emotional intelligence enables sales professionals to be flexible in their approach, adapting to the communication style and emotional cues of each client.
  • Tailoring Solutions: By understanding the emotional drivers behind client decisions, salespeople can tailor their offerings to better meet the unique needs and preferences of each customer.

Conflict Resolution:

  • Conflict Management: Emotional intelligence equips salespeople with the skills to navigate and resolve conflicts effectively.
  • Maintaining Professionalism: Handling disagreements with emotional intelligence ensures that conflicts do not escalate, preserving professional relationships and allowing for productive resolution.

Motivating Oneself and Others:

  • Self-Motivation: Sales professionals with high emotional intelligence are adept at self-motivation, maintaining enthusiasm and resilience in the face of challenges.
  • Inspiring Others: By understanding and positively influencing the emotions of team members, leaders with high emotional intelligence can create a motivated and collaborative sales environment.

Customer Satisfaction and Loyalty:

  • Anticipating Needs: Emotional intelligence allows salespeople to anticipate and address customer needs before they are explicitly expressed.
  • Customer-Centric Approach: By consistently delivering positive emotional experiences, sales professionals contribute to customer satisfaction and loyalty, enhancing the likelihood of repeat business and referrals.

In the dynamic and relationship-driven world of sales, emotional intelligence emerges as a fundamental element for success. By incorporating empathy, effective communication, resilience, trust-building, adaptability, conflict resolution, motivation, and customer-centricity, sales professionals can navigate the complexities of human interactions and elevate their overall sales performance. As organizations increasingly recognize the significance of emotional intelligence in the sales process, fostering and developing this skill set becomes a strategic imperative for sustained success in the competitive marketplace.

Assignment Task 6: Discuss Strategies for Handling Customer Objections in Sales Situations

Customer objections are a natural part of the sales process, and effective sales professionals view them as opportunities to address concerns and build trust. Handling objections requires a combination of active listening, empathy, and persuasive communication. This discussion explores strategies for effectively managing and overcoming customer objections in sales situations.

Active Listening:

  • Approach: Listen attentively to the customer’s objection without interrupting.
  • Rationale: Understanding the customer’s concerns allows sales professionals to tailor their responses more effectively, demonstrating empathy and a genuine interest in resolving issues.

Acknowledge and Validate:

  • Approach: Acknowledge the customer’s objection and validate their perspective.
  • Rationale: Validating the customer’s concerns helps build rapport and establishes a foundation for a collaborative conversation. It shows that their perspective is valued.

Clarify and Seek More Information:

  • Approach: Ask open-ended questions to clarify the objection and gather more information.
  • Rationale: By seeking additional details, sales professionals gain a deeper understanding of the customer’s objection, allowing for a more targeted and relevant response.

Reframe the Objection:

  • Approach: Reframe the objection in a positive light or from a different perspective.
  • Rationale: Highlighting alternative viewpoints can help customers see the product or service in a new way, addressing their concerns and potentially turning objections into opportunities.

Provide Additional Information:

  • Approach: Offer relevant and additional information that addresses the customer’s concerns.
  • Rationale: Providing clear and concise information helps customers make more informed decisions, alleviating their objections and building confidence in the product or service.

Use Social Proof and Testimonials:

  • Approach: Share success stories, testimonials, or case studies related to the product or service.
  • Rationale: Demonstrating real-world examples of satisfied customers can alleviate doubts and provide evidence of the product’s value, reinforcing its credibility.

Offer a Trial or Demo:

  • Approach: Suggest a trial period or provide a demonstration of the product or service.
  • Rationale: Allowing customers to experience the product firsthand can address concerns and showcase its features, increasing the likelihood of a positive decision.

Negotiate and Find Common Ground:

  • Approach: Identify areas of agreement and negotiate a solution that meets both the customer’s needs and the sales goals.
  • Rationale: Finding common ground fosters a collaborative approach, demonstrating flexibility and a commitment to meeting the customer’s specific requirements.

Highlight Value Proposition:

  • Approach: Emphasize the unique value proposition of the product or service.
  • Rationale: Clearly articulating the benefits and advantages helps customers understand the value they will receive, addressing objections related to perceived shortcomings.

Close with a Positive Action:

  • Approach: Encourage the customer to take a positive step, such as scheduling a follow-up meeting, trying a demo, or making a smaller commitment.
  • Rationale: Moving the conversation toward a positive action helps shift the focus from objections to constructive next steps, facilitating progress in the sales process.

Effectively handling customer objections is a skill that sets successful sales professionals apart. By employing active listening, acknowledging and validating concerns, seeking clarification, reframing objections positively, providing additional information, using social proof, offering trials or demos, negotiating, highlighting the value proposition, and closing with a positive action, salespeople can navigate objections strategically, build customer trust, and ultimately increase the likelihood of closing successful deals.

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Assignment Task 7: Discuss how each component contributes to persuading customers and closing deals.

Closing deals in sales involves a combination of strategic communication, relationship-building, and persuasive techniques. Each component plays a crucial role in influencing customer decisions and ultimately securing successful transactions. This discussion explores how various components contribute to persuading customers and closing deals effectively.

Effective Communication:

  • Contribution: Clear and compelling communication is the foundation of persuasion.
  • Role: Articulating product features, benefits, and value propositions in a concise and persuasive manner enhances customers’ understanding and builds confidence, laying the groundwork for successful deals.

Emotional Intelligence:

  • Contribution: Emotional intelligence enables sales professionals to understand and connect with customers on an emotional level.
  • Role: Building rapport, demonstrating empathy, and adapting to customers’ emotional cues foster a positive customer experience, influencing their decision-making and increasing the likelihood of successful deal closures.

Active Listening:

  • Contribution: Active listening demonstrates a genuine interest in customers’ needs and concerns.
  • Role: By understanding customers’ objections, preferences, and motivations, sales professionals can tailor their responses more effectively, addressing specific concerns and building trust, which is pivotal in closing deals.

Value Proposition Emphasis:

  • Contribution: Highlighting the unique value proposition of the product or service.
  • Role: Emphasizing the benefits and advantages of the offering communicates its distinctive value to customers. This clarity helps in persuading customers by showcasing how the product or service meets their specific needs, making the deal more appealing.

Building Trust and Credibility:

  • Contribution: Trust is a key factor in closing deals successfully.
  • Role: Establishing credibility through transparent communication, ethical practices, and delivering on promises fosters trust. A trustworthy sales professional is more likely to persuade customers and secure their commitment to a deal.

Objection Handling:

  • Contribution: Effectively addressing objections prevents roadblocks in the sales process.
  • Role: By acknowledging and resolving objections, sales professionals demonstrate expertise, address concerns, and build confidence in customers. This proactive approach contributes significantly to persuading customers to move forward with the deal.

Negotiation Skills:

  • Contribution: Negotiation skills are vital for finding mutually beneficial solutions.
  • Role: A sales professional with strong negotiation skills can navigate discussions effectively, identify common ground, and reach agreements that satisfy both parties. This contributes to persuading customers by demonstrating flexibility and ensuring a positive outcome.

Closing Techniques:

  • Contribution: Closing techniques guide customers towards making a commitment.
  • Role: Applying appropriate closing techniques, such as trial closes, assumptive closes, or choice-based closes, helps guide customers through the decision-making process. These techniques contribute to persuading customers to take the final step and commit to the deal.

Follow-Up and Relationship Building:

  • Contribution: Continued engagement and relationship building contribute to long-term success.
  • Role: Following up after initial interactions, maintaining communication, and building relationships over time contribute to customer loyalty. A positive ongoing relationship increases the likelihood of repeat business and referrals, making the initial deal-closing process more effective.

Customer-Centric Approach:

  • Contribution: Prioritizing the customer’s needs and preferences.
  • Role: A customer-centric approach demonstrates a commitment to understanding and fulfilling customer requirements. By aligning the product or service with the customer’s goals, sales professionals enhance persuasion and contribute to successful deal closures.

Each component in the sales process plays a unique and crucial role in persuading customers and closing deals. Effective communication, emotional intelligence, active listening, value proposition emphasis, trust-building, objection handling, negotiation skills, closing techniques, follow-up, and a customer-centric approach collectively contribute to creating a positive and persuasive sales environment. 

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